The New Typography

Since so much of today's correspondence is on postcards. it becomes more
and more necessary to follow these general rules.
For the firm's details on the front of such postcards. the whole left half ­
or the upper/lower left quarter (to be finally stuck down) of the address
area - can be used. It is expedient to use the lower left quarter for the
firm's details. In this way (provided the printing is in one colour) only one
printing is required for both sides of the card (see the Lechner-Norkauer
postcard on the following two pages).
On such postcards. which for reasons of economy carry the sender's
details below left. it is not always easy to make the necessary distinction of
the addressee's address quite clear. A simple vertical rule. running only to
the middle. usually looks ugly. The best solution is to put a rule round one
of the halves. as on the Lechner-Norkauer card. This shows the most prac­
tical kind of modern postcard.